色彩饱和度和明度对奢侈品购买意愿的影响研究

Research on the Influence of Colour Saturation and Lightness on Purchasing Intention of Luxury Goods

色彩作为最具影响力的视觉因素,在奢侈品营销策略中得到广泛运用,其对消费者的奢侈品购买意愿具有显著影响。同一种颜色看起来有明暗深浅等不同,本研究基于联想学习理论来探讨色彩的饱和度和明度对于消费者奢侈品购买意愿的影响。通过四项实验研究发现:在强奢侈品独特性需求下,高饱和度和高明度可以加强理想自我,从而增强消费者购买意愿;在弱奢侈品独特性需求下,低饱和度和低明度可以加强真实自我,从而增强消费者购买意愿。从饱和度和明度视角进一步阐明了色彩对于消费者购买意愿的影响,同时丰富了色彩对于自我概念实现的相关研究。

As the most influential visual factor,colour has been widely used in luxury marketing strategies,and it has a significant impact on consumers’purchasing intention of luxury goods.The same colour looks different in light and shade.Based on associative learning theory,this study explores the influence of colour saturation and brightness on consumers’purchasing intention of luxury goods.Through four experiments,it is found that:under the strong demand for luxury uniqueness,high saturation and high brightness can enhance the ideal self,and thus increase consumers’purchase intention;under the weak demand for uniqueness of luxury goods,low saturation and low brightness can strengthen the real self,thus increasing consumers’purchase intention.This paper further clarifies the influence of colour on consumers’purchase intention from the perspective of saturation and lightness,and enriches the related research of colour on self-concept realization.